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Childrenís Holiday Wish Lists Include Dolls, LEGOís, iPodís and Even, iPadís, According to NRF

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For Immediate Release
Kathy Grannis (202)783-7971 or grannisk@nrf.com

Children’s Holiday Wish Lists Include Dolls, LEGO’s, iPod’s and Even, iPad’s, According to NRF

Washington, November 22, 2010 – It won’t be sugar plums dancing in children’s dreams this holiday season - it’s more likely to be video games, iPods and even iPads. According to NRF’s 2011 Top Toys survey, conducted by BIGresearch, popular holiday toys this year will be a mix of classic and contemporary. Continuing her reign, Barbie once again tops little girls’ wish lists (26.9%) and video games (11.9%) top boys’ lists. Additionally, Apple iPod’s appeared on both lists, and girls ranked iPad as a “must have” this holiday season as well.

“Holiday toy trends change like the weather, but one thing remains constant: children’s love of both classic toys and all things electronic,” said NRF President and CEO Matthew Shay. “With many retailers already offering a sneak peek at some of their Black Friday specials, parents who have hot toys and popular electronics on their shopping lists should start researching how, when and where to get their hands on these items before the most popular items become hard to fine.”

For boys and girls, traditional toys like LEGOs, cars and trucks, and dolls remain top choices, but it’s hard for children to deny their love of bright and shiny electronic toys and gadgets. Apple iPod tied for eleventh with Disney items on girls’ lists and, came in at number 20 on boys’ lists. When it comes to tablet devices, girls have their hearts set on iPads, tying with LEGO and VTech Educational toys at number 20.

Additionally, Elmo resurfaced at number eight on boys’ lists and number six on girls’ lists after having fallen out of the top 10 in recent years, and Monster High Dolls - characters based on their “famous” monster parents, such as “Frankie Stein” and “Draculaura” - made their list debut on girls’ lists, tying for third with Disney Princesses.

“From classic LEGOs to the latest video game station, children’s love for toys will never fade,” said BIGresearch Consumer Insights Director Pam Goodfellow. “This holiday season, parents will seek out items that their children can use over and over again, and maybe even pass on to a younger sibling in years to come, serving as both practical and thoughtful gift opportunities.”

According to NRF’s holiday survey, 43.1 percent of consumers plan to buy toys this holiday season.

2011 Top Toys for Boys

1.    Video Games
2.    LEGO
3.    Cars (generic)
4.    Transformers
5.    Hot Wheels
6.    Disney CARS
7.    Xbox 360
8.    Elmo
9.    Nintendo DS
10.    Trucks (generic)

2011 Top Toys for Girls

1.    Barbie
2.    Dolls
3.    Disney Princess (tied)
3.    Monster High Dolls (tied)
4.    American Girl
5.    Video games
6.    Elmo (tied)
6.    Lalaloopsy (tied)
7.    Dora the Explorer
8.    Nintendo DS
9.    LeapFrog Products
10.    Apparel

About the Survey

The NRF 2011 Holiday Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey polled 8,502 consumers and was conducted for NRF by BIGresearch from November 1-8, 2011. The consumer poll has a margin of error of plus or minus 1.0 percent.

BIGresearch® consumer intelligence provides analysis of behavior in areas of products and services, retail, financial services, automotive and media. The Consumer Intentions and Actions® Survey (CIA®) of 8,000+ respondents is conducted monthly and the Simultaneous Media Usage® Survey (SIMM®) of 15,000+ respondents is conducted semi-annually.

As the world’s largest retail trade association and the voice of retail worldwide, NRF represents retailers of all types and sizes, including chain restaurants and industry partners, from the United States and more than 45 countries abroad. Retailers operate more than 3.6 million U.S. establishments that support one in four U.S. jobs – 42 million working Americans. Contributing $2.5 trillion to annual GDP, retail is a daily barometer for the nation’s economy. NRF’s Retail Means Jobs campaign emphasizes the economic importance of retail and encourages policymakers to support a Jobs, Innovation and Consumer Value Agenda aimed at boosting economic growth and job creation. www.nrf.com.